Chapter 3 Ulrich and Eppinger - Product Design and Development
Steps Involved
1. Identify Opportunities
2. Evaluate and Prioritize Projects
3. Allocate Resources and Plan Timing
4. Complete Pre-Project Planning
Platform shared by all products in family
Leverage development cost across multiple products
Tailor product to address certain market segments
Similar to a brand extension
Example: Minor change to address complaints
New technology and/or new production techniques
Possibly to address new market
http://www.stephansorger.com/pdf/NewProductDevelopment_Ch3_ProductPlanning_v1.pdf
Updated 2 August 2016, 12 Dec 2015
Steps Involved
Product Planning
1. Identify Opportunities
2. Evaluate and Prioritize Projects
3. Allocate Resources and Plan Timing
4. Complete Pre-Project Planning
Types of Product Development Projects
New Platforms
Create new family of products based on new platformPlatform shared by all products in family
Leverage development cost across multiple products
Derivatives
Extend existing product platformTailor product to address certain market segments
Similar to a brand extension
Improvements
Incremental improvements to keep product currentExample: Minor change to address complaints
Totally New
Completely redesigned productNew technology and/or new production techniques
Possibly to address new market
http://www.stephansorger.com/pdf/NewProductDevelopment_Ch3_ProductPlanning_v1.pdf
Updated 2 August 2016, 12 Dec 2015
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